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A

REPORT

ON

MARKETING &

BRANDING

OFBAJAJ PULSAR DTSi

SUBMITTED BY:

SHANT

ANU

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ROLL

NO:26

M.F.TECH(A.P)

BAJAJ

Hamara Naya Bajaj

Bajaj Auto came into existence on November 29,

1945as M/s Bachraj Trading or!oration "rivate

#imited$ %t started o&& b' se((ing im!orted t)o* and

three*)hee(ers in %ndia$ %n 1959, it obtained (icense

&rom the +overnment o& %ndia to manu&acture t)o*

and three*)hee(ers and it )ent !ub(ic in 19-$%n 19.-,it ro((ed out its 1--,---th vehic(e$ %n

19.., it managed to !roduce and se(( 1--,--- vehic(es in a sing(e &inancia( 'ear$ %n 195, it

started !roducing at 0a(uj in Aurangabad$ %n 19, it managed to !roduce and se(( 5--,---

vehic(es in a sing(e &inancia( 'ear$ %n 1995, it ro((ed out its ten mi((ionth vehic(e and !roduced

and so(d 1 mi((ion vehic(es in a 'ear$

Bajaj Autois a major%ndianautomobi(emanu&acturer$ %t is %ndias (argest and the )or(ds 4th

(argest t)o* and three*)hee(er maer$ %t is based in "une,Maharashtra,)ith !(ants in 0a(uj near

Aurangabad, Aurdi and haan, near "une$ Bajaj Auto maes and ex!orts motorscooters,

motorc'c(esand the auto ricsha)$ %t is )ide(' be(ieved that Bajaj is headed &or a de*merger into

2 se!arate com!anies3 Bajaj Auto and Bajaj inance$

http://en.wikipedia.org/wiki/1945http://en.wikipedia.org/wiki/1959http://en.wikipedia.org/wiki/1960http://en.wikipedia.org/wiki/1970http://en.wikipedia.org/wiki/1977http://en.wikipedia.org/wiki/1985http://en.wikipedia.org/wiki/Aurangabadhttp://en.wikipedia.org/wiki/1986http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Motorscootershttp://en.wikipedia.org/wiki/Motorcycleshttp://en.wikipedia.org/wiki/Auto_rickshawhttp://en.wikipedia.org/wiki/1945http://en.wikipedia.org/wiki/1959http://en.wikipedia.org/wiki/1960http://en.wikipedia.org/wiki/1970http://en.wikipedia.org/wiki/1970http://en.wikipedia.org/wiki/1977http://en.wikipedia.org/wiki/1985http://en.wikipedia.org/wiki/Aurangabadhttp://en.wikipedia.org/wiki/1986http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Motorscootershttp://en.wikipedia.org/wiki/Motorcycleshttp://en.wikipedia.org/wiki/Auto_rickshaw

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The orbes +(oba( 2--- (ist &or the 'ear 2--5 raned Bajaj Auto at 1946.

Key Highlights

The tota( motorc'c(e sa(es in 2--*-4 crossed the "1 million" mar registering a gro)th o&

16 v/s 2--2*- * higher than the industr' gro)th rate o& 156$

To increase its vo(umes in the entr' (eve( segment o& the motorc'c(e maret, the om!an'

has (aunched a ne) mode( T*1-- in Ma' 2--4$ This bie )ith its c(ass (eading !er&ormance

and !henomena( &ue( e&&icienc' is ex!ected to rede&ine the entr' (eve( segment$

To garner a substantia( share in the executive segment o& the motorc'c(e maret a

techno(ogica((' su!erior bie, interna((' code named 7 -, )i(( be (aunched in second

8uarter o& 2--4*-5$

The "u(sar continues to be a maret (eader in the !remium end o& the motorc'c(e maret )ith

a sa(e o& over 29.,--- numbers in 2--*-4$ The cumu(ative sa(e o& "u(sars to date has

crossed the 5--,--- mar)ithin a short s!an o& 29 months$

%n the ungeared scooter segment an u!grade o& !irit )ith a .-cc engine and a ne) ungeared

scooter :0ave: )i(( be (aunched in the second 8uarter o& 2--4*-5$

PRODUCTS OF BAJAJ AUTO !"!T#D

Motorcycles

http://www.flickr.com/photos/malteshashrit/374399965/

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o 7a)asai ;(iminator

o Bajaj "u(sar

o Bajaj 7a)asai 0ind 125

o Bajaj Boxer

o Bajaj T 1--

o Bajaj "(atina

o Bajaj a(iber

o Bajaj

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Bajaj Auto unvei(ed the ne) cor!orate identit' on the 15th o& =anuar' at the Auto ;x!o

2--4, Ne)

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The change in %dentit' is a !art o& the ongoing changes ha!!ening at Bajaj$ At a time )hen

Bajaj has state o& the art manu&acturing in&rastructure, has an enviab(e distribution and

service net)or, has created a benchmar < &aci(it' and at a time )hen the customer has

changed in terms o& its ex!osure to 8ua(it' and st'(e, the change in %dentit' )i(( he(! invite a

!aradigm shi&t in consumer !erce!tion o& the com!an'$

The traditiona( hexagona( s'mbo( has been re!(aced b' an o!en abstract &orm o& st'(iCed B,

the :&('ing B: as it has been named re!resents st'(e and techno(og'$ %t a(so has a strong

association )ith the heritage o& Bajaj since the externa( &orm has a hint o& hexagon$ :('ing

B: &orm denotes s!eed and o!en &orm denotes the trans!arenc'$

Bajaj has ado!ted a ne) brand(ine o& :%ns!iring on&idence:$ %n )hatever the com!an' does

it sees to ins!ire con&idence in its audience$ Bajaj has traditiona((' enjo'ed tremendous

consumer su!!ort and !(ans to conso(idate and move ahead on this$ The Brand(ine a!!ears

be(o) the #ogot'!e in a scri!t &ont$ This &ont is to re!resent (earning va(ues at Bajaj and that

Bajaj as a brand moves c(oser to customer$

The %dentit' has a &resh ne) B(ue co(our$ This B(ue re!resents stabi(it' and strength o& Bajaj$

B(ue a(so re!resents high techno(og' and !recision engineering$ The ne) %dentit' !resents a

&uturistic &ace o& the ne) g(oba( Bajaj$ ;(e!hant

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DVERTISING STR TEGY

Bajaj is a()a's no)n &or its outstanding ads over the !eriod o& time$ ince its ince!tion,

Bajaj has come out )ith variet' o& ads and )ere a()a's success&u( in their advertisements$

cooters )ere )e(( no)n b' the brand name o& Bajaj$ Be it an' scooter, one used to recogniCe it

b' the brand name Bajaj$ This )as the identit' a decade ago )hich the Bajaj has sti(( maintained$

Bajaj is a()a's no)n &or its ads )ithout )e((*no)n brand ambassadors )hich is again a !(us

!oint to its cart as it saves a huge cost in terms o& brand ambassadors un(ie Dero Donda and

T@$ "rior, Bajaj used to conve' the &ee(ing o& EIndiannessF in its ads$ 0ith a !unch (ine

EHamara BajajF Bajaj drove into ever'bod'Fs hearts and the tit(e song o& ENaye Bharat Ki Naye

TasveerF added a great va(ue to its mobies and scooters$

A cou!(e o& 'ears bac, Bajaj had introduced an advertisement )hich !romoted a(( the

di&&erent ranges it had, )herein the' had sho)n each !roduct the' had )ith a &ee(ing o&

%ndianness$ #)a&$le3 ;(iminator !asses*b' a rango(i and drives s(o)(' side)a's )ithout

disturbing it$ "eo!(e on boxer !ass*b' a tem!(e and bend their head to give a (itt(e o&&ering$ uch

ads had revea(ing %ndian cu(ture had a great e&&ect on %ndians and Bajaj )as success&u( in most o&its ads$

But recent(', Bajaj had changed its brand (ogo a(ong)ith its !unch (ine i$e$ EHamara

BajajF got converted to EInspiring ConfidenceF$ The reason &or this change as to(d b' the

com!an' o&&icia(s )as to ee! !ace )ith the ne) techno(ogies in the &ast moving )or(d$ ;ven

though it had changed its !unch (ine, it didnFt have much e&&ect on its brand image$

A 'ear bac, Bajaj

introduced

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"G#A 15-cc and 1-cc$ Though Bajaj had changed its identit' it sti(( dominates &or its

creativit' in ads$

PUSAR 1*+%%,1-+%% . DTSi /Definitely Male

The conce!t o&

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A 'oung (ad' ta(s to her beau on the

!hone, )hi(e an image o& his &ormsbe&ore her$ he s)itches the !hone o&&

and the image disa!!ears, in time &orher to catch a g(im!se o& the bie$

iding on, he s!ots a chi(d !(a'ing

)ith a remote contro((ed to'$ %n thenext shot the to' turns out to be a

ro((er coaster, )ith chi(dren insideenjo'ing the ride$

Hn arriving home, the bier is greeted

b' a robotic dog$

As he taes o&& his he(met ever'thing

turns bac to its usua( se(&$ M@H3

:%magine a )or(d as advanced as thene) "u(sar that &ormed the -*125 cc c(ass?$ Bigger motorc'c(es )ith

higher ca!acit' virtua((' did not exist >exce!t &or ;n&ie(d Bu((et?$ The (aunch and success o&

Dero Donda BI in 1999 sho)ed that there )as demand &or !er&ormance bies$ Bajaj too the

cue &rom there on and (aunched the "u(sar t)ins in %ndia on November 24, 2--1$ ince theintroduction and success o& Dero Donda BI, the %ndian 'outh began ex!ecting high !o)er and

other &eatures &rom a&&ordab(e motorc'c(es$

The !roject )as &aced )ith interna( resistance, reservations b' Mcinse'and doubts on itse&&ects on Bajajs re(ation )ith 7a)asai$ The !roject re8uired a!!roximate(' months &or

com!(etion and cost Bajaj s 1 bi((ion$

Maret !osition3

http://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/Mckinseyhttp://en.wikipedia.org/wiki/Mckinseyhttp://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/Mckinsey

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As o& 2--, the Bajaj "u(sars &orm the most !o!u(ar motorbie !roduct in the ne)(' emerging15-J cc c(ass o& %ndian t)o )hee(er maret$Bajaj have been regu(ar(' maing a(terations to it to

mae the motorbie (oo &resh at a(( times$

Launches the exciting new 200 cc Pulsar DTS-I : Bajaj Auto, the !ioneer in !er&ormance

biing has &urther extended the !ort&o(io )ith the (aunch o& the ne) 2-- cc E"u(sarF

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De added, K0e are a(read' maret (eaders b' &ar in the !er&ormance segment and (aunch o&

"u(sar 2--

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More about "u(sar 2-- ca((ed the "hantom Dead(am!?, Avai(ab(e e(se)here on(' on "22-, and not on "15-and "1-?$

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Engine Type 4-stroke, DTS-i, Oil cooled

Displacement 198.8 cc

Max o!er 18 s " 1#.$% &!

Max Tor'(e 1.)% k*m " 1).1) +m

Suspension ront Telescopic forks 1#% mm stroke

earTriple rate sprin*, % !ay ad(sta/le, *as char*ed +itro0 shock

a/sor/ers

Brakes ront $2 mm hydra(lically operated disc /rake

ear Mechanically expandin* 1#2 mm dr(m type

Tyres ront 92"92 x 1)3 T(/eless tyre, shod on al(mini(m alloy !heels

ear 1$2"82 x 1)3 T(/eless tyre, shod on al(mini(m alloy !heels

uel Tank (ll 1% ts 5 $ liters of (sa/le reser6e7

Electricals System 1$ : ; D:

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bene&it that cou(d be justi&ied against the additiona( investment o& an extra s!ar !(ug$ This ma')e(( be the reason behind ver' &e) %ndian motorc'c(es o&&ering !roducts based

Bajaj Autos move to sue T@ comes t)o da's a&ter the hennai*based com!an' announced!(ans to ro(( out its (atest 125 cc bie (ame )ith ontro((ed ombustion @ariab(e Timing

%nte((igent >*@Ti? techno(og'$ Bajaj Auto #td is !(anning to sue south %ndian riva( T@ Motor

o &or :in&ringing: u!on inte((ectua( !ro!ert' rights o& its !atented digita( t)in

s!ar ignition >use o& t)in s!ar ignition &or

enhanced !er&ormance and better mi(eage?$ econd(', the siCe >o& engine? is sameand third, construction o& engine is a(so the sa#$%

2$;xhausT; 3

Bajaj gets !atent &or ;shausT; techno(og'."The %ndian "atent H&&ice granted Bajaj Auto a !atent &or its ;xhausT; invention vide "atent

No 2149 dated March 5, 2--9$ This grant )as !ub(ished in "atent +aCette, dated March 2.,

2--9

;xhausT; stands &or ;xhaust Tor8ue ;x!ansion hamber, a Bajaj Auto trademar$ Thetechno(og' invo(ves use o& a sma(( chamber connected to the exhaust !i!e o& the engine to

modi&' the bac*!ressure and the s)ir( characteristics, )ith an aim to im!rove the (o)*end

!er&ormance o& the bies$ This )as attem!ted in res!onse to the issue o& a re!orted (ac o& (o)*end res!onse in Bajajs sing(e*c'(inder &our*stroe engines$ The ;xhausT; techno(og' is

c(aimed to be high(' e&&ective in im!roving the overa(( engine res!onse, es!ecia((' the (o)*end

tor8ue characteristics$ This enhanced !er&ormance is c(aimed to come at no (oss o& to!*end

!er&ormance or engine smoothness$

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;ar(ier, BA# had a!!(ied &or !atent o& this techno(og' in 2--4$ #ater, T@ unvei(ed a series o&ne) !roducts, )hich Bajaj a((eged o& !atent in&ringement o& its ;xhausT; techno(og' and

served notice to the hennai*based &irm in

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1$!ort' (oo $ 2$Muscu(ar ue( Tan

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